Social Marketing and Behaviour Change
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Social Marketing and Behaviour Change

Models, Theory and Applications

Linda Brennan, Wayne Binney, Lukas Parker, Torgeir Aleti and Dang Nguyen

This book provides a concise overview of the behaviour change models that are relevant to social marketing in order to assist academics and practitioners in social marketing program development. The book features a review and analysis of the most validated models of behaviour change, together with a number of case studies from international researchers that illustrate these models in practice. The models covered include cognitive, conative, affective, social-cultural and multi-theory models, consumer behavior decision models and social change models.
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Chapter 24: Case study: a social marketing approach for increasing community coalitions’ adoption of evidence-based policy

Alyssa B. Mayer, R. Craig Lefebvre, Robert J. McDermott, Carol A. Bryant, Anita H. Courtney and James H. Lindenberger


Community-Based Prevention Marketing (CBPM) for Policy Development is a unique blend of current streams of thought and action in public health that is responsive to calls for upstream social marketing strategies. It employs a social ecological perspective on change, uses an evidence-based and upstream approach to mobilize people into strategically focused actions, and applies social marketing principles to tailor relevant and feasible policy development at appropriate levels. This model builds upon and extends a number of strands of research in prevention, policy development and evaluation, and coalition action for policy implementation that complements work being done by universities, their community partners, and other research and community groups that are concerned with stemming the rise of obesity and other ‘wicked’ health problems. The results of the pilot test are described and have been incorporated into the development of a web-based training site to help coalitions and their research partners adopt CBPM-Policy Development to address their public health problems. However, not every coalition is ready to engage in CBPM-Policy Development. This process requires a well-functioning coalition, a strong leader, and access to marketing research experts.

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